Article Per Year (5 Year)
p-Index From 2020 - 2025
1.578
P-Index
This Author published in this journals
All Journal Jurnal Riset Ekonomi dan Bisnis SENTRALISASI Jurnal Ilmu Manajemen dan Akuntansi Terapan Management Studies and Entrepreneurship Journal (MSEJ) Community Development Journal: Jurnal Pengabdian Masyarakat Mamangan Social Science Journal Sustainable Business Journal Tematik
Kuswardani, Dc
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

Published : 9 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 9 Documents
Search

 1 
ANALISIS PENGARUH KEPERCAYAAN MEREK DAN LOYALITAS MEREK TARHADAP KEPUTUSAN PEMBELIAN Khoirulloh, Hamid; Wardoyo, Paulus; Kuswardani, DC
Sustainable Business Journal Vol 3, No 1 (2024): MARET
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/sbj.v3i1.9533

Abstract

This study aims to examine the effect of brand trust and brand loyalty on purchasing decisions moderated by product quality on Aglio products. The population in the study was 179 with a sample size of 65 consumers using purposive sampling techniques. The data source used was primary data taken directly from respondents. The analysis method used was multiple linear regression with the Moderated Regression Analysis (MRA) method to find moderation. The results showed that brand trust , brand loyalty  and product quality had a effect both partially and simultaneously on purchasing decisions.. Product quality was able to moderate the effect of brand trust on purchasing decisions while product quality was unable to moderate the effect of brand loyalty on purchasing decisionsPenelitian ini bertujuan untuk menguji pengaruh kepercayaan merek dan,loyalitas merek terhadap keputusan pembelian yang di moderasi kualitas produk pada produk aglio. Populasi pada penelitian berjumlah 179 dengan jumlah sampel yang diambil sebanyak 65 konsumen dengan menggunakan teknik purposive sampling. Sumber data yang digunakan data primer yang diambilisi langsung dari responden. Metode analisis yang digunakan adalah regresi linear berganda  dengan metode Moderated Regression Analysis (MRA) untuk mencari moderasi. Hasil penelitian menunjukkan bahwa kepercayaan merek loyalitas merek dan kualitas produk berpengaruh positif terhadap keputusan pembelian. Kualitas produk mampu memoderasi pengaruh kepercayaan merek  terhadap keputusan pembelian sedangkan kualitas produk tidak mampu memoderasi pengaruh loyalitas merek terhadap keputusan pembelian
ANALISIS PENGARUH MOTIVASI KONSUMEN, KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DENGAN SIKAP KONSUMEN SEBAGAI VARIABEL MODERASI Abdullah, Abdullah; Kuswardani, DC; Wardoyo, Paulus
Jurnal Ilmu Manajemen dan Akuntansi Terapan Vol. 14 No. 1 (2023): Jurnal Ilmu Manajemen dan Akuntansi Terapan (JIMAT)
Publisher : Sekolah Tinggi Ilmu Ekonomi Totalwin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36694/jimat.v14i1.450

Abstract

This study aims to determine and analyze consumer attitude as a moderation variable on the effect of consumer motivation and consumer trust on property purchasing decisions. This study uses primary data by distributing questionnaires to respondents, namely the owner of Green Taman Asri housing complex. Sampling is done using the NonProbability Sampling method and the sampling technique using sensus Sampling. The analysis in this study used a moderation regression analasis test. The results of this study indicate that consumer motivation consumer trust have a positive and significant effect on purchasing decision. Meanwhile consumer attitude has a positive as a moderating variable has a significant positive effect on the effect of consumer motivation and consumer trust on property purchasing decisions, with a coefficient of determination (Adjusted R Square) of 0.799 which means that together independent variables explain the purchase decision by 79.9%, while the remaining 20.1% is influenced by other variables
PERAN KEUNGGULAN BERSAING SEBAGAI VARIABEL YANG MEMEDIASI KEMAMPUAN INOVASI DAN ENTREPRENEURAL MARKETING PADA KINERJA PEMASARAN (Studi Pada Umkm Makanan Dan Minuman Di Provinsi Jawa Tengah) Hadi, Arman; Utaminingsih, Adijati; Kuswardani, DC
Jurnal Ilmu Manajemen dan Akuntansi Terapan Vol. 14 No. 1 (2023): Jurnal Ilmu Manajemen dan Akuntansi Terapan (JIMAT)
Publisher : Sekolah Tinggi Ilmu Ekonomi Totalwin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36694/jimat.v14i1.455

Abstract

This study aims to analyze the role of competitive advantage as a variable moderating innovation capability and entrepreneurial marketing on the marketing performance of food and beverage SMEs in Central Java. Problems caused by declining MSME marketing performance around the Covid-19 pandemic. This study was conducted using a quantitative research approach and analyzed using SmartPLS 3. The population of this study is the SMEs in the catering industry in Central Java Province, including a total of 100 SMEs, and the sample is determined by simple random sampling. The results of the analysis show that innovation capability, entrepreneurial marketing, and competitive advantage have positive and significant effects on marketing performance. Competitive Advantage
Peran Komunikasi Pemasaran Pada Pelaku Usaha Skala Rumah Tangga Untuk Meraih Pembeli Potensial Di Meteseh Semarang Kuswardani, DC; Mulia, Guruh; Mara, Lusa
TEMATIK Vol 3, No 2 (2023): Juli
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/tmt.v3i2.7157

Abstract

Komunikasi Pemasaran merupakan aktifitas utama yang harus dilakukan bagi setiap individu yang tertarik memasarkan produknya. Keberhasilan mengkomunikasikan produk ke konsumen potensial, dapat menjadi salah satu cara meraih pasar yang dituju. Masyarakat di Kelurahan Meteseh Kecamatan Tembalang Kota Semarang tertarik mendapatkan wawasan proses menyampaikan produk ke konsumen potensial dan pengguna, agar produk kebutuhan rumah tangga yang dibuat bisa diketahui konsumen potensial, melalui keikut sertaan penyuluhan tentang Komunikasi Pemasaran sebagai soft skill strategis bagi wirausahawan. Tujuan memberikan penyuluhan agar peserta penyuluhan dapat menjual produk kebutuhan rumah tangga produksi sendiri kepada konsumen potensial. Kegiatan pengabdian berupa penyuluhan Komunikasi Pemasaran dengan metode ceramah, simulasi dan dialog interaktif, dengan peserta ibu-ibu PKK/ibu rumah tangga. Hasil kegiatan penyuluhan adalah bertambahnya pengetahuan tentang pentingnya memberikan informasi produk industri rumah tangga dengan memanfaatkan potensi yang dimiliki dan karakterisitik produk yang akan dijual, kepada pembeli potensial.Kata kunci : Komunikasi pemasaran, pendapatan keluarga, wirausaha
Analisis Pengaruh Perceived Ease Of Use Dan Perceived Usefulness Terhadap Reuse Intention Dengan Customer Satisfaction Sebagaik Variabel Intervening (Studi Pada Penggunaan Aplikasi New Sakpole) Kuswanadji, Arief; Kuswardani, DC; Utaminingsih, Adijati
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 5 No. 2 (2024): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v5i2.4635

Abstract

The Central Java Province's New Sakpole program allows for online motor vehicle tax (MVT) payments. The rationale behind selecting this item is that a growing number of taxpayers choose to pay MVT through the Office of Single Administrative System One Roof (Samsat), leaving the taxpayers who utilize this application rather rare. Furthermore, the new Sakpole app has a low rating in the Play Store and numerous comments expressing unhappiness. This study aims to analyze the impact of perceived usefulness and simplicity of use on the intention to reuse, with customer satisfaction acting as a mediating variable in the use of New Sakpole applications. Using the purposive sampling technique, 100 respondents who have used the New Sakpole application make up the study's sample. The SmartPLS program 3.0, which operates on computer media, is used in this study to analyze data.The test's findings demonstrated that customer satisfaction was significantly and favorably impacted by perceived usefulness and convenience of use. Additional research indicates that reuse intention is significantly and favorably influenced by perceived usefulness and simplicity of use. The mediation test's findings demonstrated that customer satisfaction has the power to mediate the relationship between perceived usefulness and convenience of use and reuse intention.
Pengaruh tangible dan responsiveness terhadap kepuasan pelanggan dengan e-WOM sebagai variable moderasi Rachman, Fausan Nur; Wardoyo, Paulus; Sujito, Sujito; Kuswardani, DC
Jurnal Riset Ekonomi dan Bisnis Vol. 17 No. 3 (2024): DESEMBER
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/jreb.v17i3.10551

Abstract

Penelitian groundbreaking ini membedah faktor-faktor kritis yang mempengaruhi kepuasan nasabah di industri asuransi, dengan fokus khusus pada PT. Zurich Asuransi Indonesia Region Jawa Tengah. Tujuan penelitian adalah mengkaji bagaimana aspek-aspek kualitas pelayanan, yang meliputi dimensi tangibilitas dan responsivitas, mempengaruhi tingkat kepuasan pelanggan. Lebih lanjut, studi ini juga menginvestigasi peran signifikan electronic Word-of-Mouth (e-WOM) sebagai variabel moderasi yang dapat memperkuat hubungan tersebut. Penelitian menggunakan metode kuantitatif dengan pendekatan positivisme, menggunakan sampel acak dan kuesioner skala Likert sebagai instrumen pengumpulan data. Analisis dilakukan melalui Moderated Regression Analysis dan Partial Least Square untuk menguji hubungan antar variabel, termasuk kualitas pelayanan, kepuasan pelanggan, dan e-WoM. Hasil penelitian menunjukkan bahwa tangible dan responsiveness memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan. Penelitian ini menemukan bahwa e-WOM berperan sebagai variabel moderasi yang memperkuat pengaruh kualitas produk terhadap kepuasan pelanggan. Temuan ini memberikan implikasi manajerial yang signifikan bagi perusahaan asuransi, yaitu perlunya merancang strategi pemasaran yang lebih efektif dengan memanfaatkan kekuatan e-WOM di era digital saat ini. This groundbreaking study examines critical factors influencing customer satisfaction in the insurance industry, with a specific focus on PT Zurich Asuransi Indonesia in the Central Java region. The research aims to delve deeply into how aspects of service quality, including the dimensions of tangibility and responsiveness, impact customer satisfaction levels. Furthermore, the study investigates the significant role of electronic Word-of-Mouth (e-WOM) as a moderating variable that can strengthen this relationship. A quantitative method with a positivist approach was employed, using random sampling and Likert-scale questionnaires as data collection instruments. The analysis was conducted through Moderated Regression Analysis and Partial Least Squares to examine the relationships among variables, including service quality, customer satisfaction, and e-WOM. The findings reveal that tangibility and responsiveness have a positive and significant impact on customer satisfaction. Additionally, e-WOM acts as a moderating variable, enhancing the influence of product quality on customer satisfaction. These findings offer significant managerial implications for insurance companies, highlighting the need to design more effective marketing strategies that leverage the power of e-WOM in today’s digital era.
The Determinant Factors Analysis of Entrepreneurial Intentions on University Students Who Are Micro-Small Entrepreneurs Kusnilawati, Nunik; Suryawardana, Edy; Rianto, Sugeng; Kuswardani, DC; Ariefiantoro, Teguh; Gusmao, Cristino
Jurnal Ilmu Sosial Mamangan Vol 12, No 3 (2025): Jurnal Ilmu Sosial Mamangan Accredited 2 (SK Dirjen Ristek Dikti No. 0173/C3/DT
Publisher : LPPM Universitas PGRI Sumatera Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22202/mamangan.v12i3.9353

Abstract

Due to the lack of job prospects, micro and small business actors generally start their businesses. Based on theoretical studies, there is a relationship between entrepreneurial ambition, locus of control, personal attitude, ethnicity, and religiosity. Respondents in the research sample numbered 130 people. The tool used was a questionnaire consisting of 26 indicators and five variables. The Likert scale has five possible answers. The location of the study was Semarang. SEM-Amos was used for data processing and analysis. From the initial test, the data were normally distributed and original and reliable. Test the research model for all suitability criteria so that the research model can be accepted. The results of the study based on hypothesis testing showed two things that were not in accordance with the hypothesis: 1). Ethnicity has no real influence on a person's attitude, and 2). Through the mediation of personal attitudes, ethnicity has no real influence on entrepreneurial tendencies. This can be used as a source for further research. Thus, the novelty of this study shows that the variable of entrepreneurial intention is influenced by ethnicity, religiosity, locus of control, and personal attitudes. Then, the implications of research on competency as a mediating variable further strengthen the influence received by the entrepreneurial intention variable from the independent variables (ethnicity, religiosity, locus of control).
The The Role of Brand Trust as a Mediating Variable in The Relationship Between Brand Image and Promotion In The Decision to Choose a College Yani, Tri Endang; Albert, Albert; Kridasusila, Andy; Santoso, Aprih; Kuswardani, DC
SENTRALISASI Vol. 14 No. 2 (2025): May
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33506/sl.v14i2.4133

Abstract

The research aims to examine the role of Brand Trust, Brand Image and promotion in the decision to choose a college. Research provides the benefit of providing input for universities in their efforts to increase the number of students. The population in this study were students who had still been active at Semarang University. The total number of samples taken was 106 respondents using purposive sampling data collection techniques. The analysis technique used is multi-linear regression and path analysis. The research results show that Brand Image and Promotion partially influence Brand Trust. Brand Image, Promotion and Brand Trust partially influence the decision to choose a university. However, Brand Trust is not able to mediate the relationship between Brand Image and the Decision to Choose a college and the relationship between Promotion and the Decision to Choose a college. The results of this research have the implication that universities can develop more targeted strategies to create a positive image of universities and design appropriate promotional strategies to increase trust in universities and increase the number of students.
PEMANFAATAN MEDIA SOSIAL UNTUK MENINGKATKAN PENJUALAN PRODUK BAGI USAHA KECIL MENENGAH (UKM) DI KEL. PENDRIKAN LOR KEC. SEMARANG TENGAH KOTA SEMARANG Kuswardani, DC; Widayat, Guruh Mulia; Mara, Lusa; Setyowati, Ani
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 6 No. 4 (2025): Volume 6 No 4 Tahun 2025
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v6i4.49207

Abstract

Kegiatan Pengabdian kepada Mmasyarakat bertujuan untuk meningkatkan kapasitas pelaku Usaha Kecil Menengah (UKM) di Kelurahan Pendrikan Lor dalam memanfaatkan media sosial sebagai sarana promosi dan penjualan produk. Kegiatan ini dilatarbelakangi oleh kebutuhan UKM untuk beradaptasi dengan perkembangan teknologi digital guna memperluas pasar dan meningkatkan omzet. Kegiatan dilaksanakan melalui beberapa tahapan, meliputi: Dialog tentang pentingnya beralih dari metode pemasaran konvensional ke metode pemasaran digital marketing Dialog yang terkait dengan pemahaman menggunakan digital marketing Diskusi dan tanya jawab berkaitan pentingnya menggunakan media social secara efektif Hasil dari kegiatan ini mampu menunjukkan peningkatan pemahaman peserta dalam menggunakan media sosial sebagai alat pemasaran, bertambahnya jumlah akun bisnis yang aktif, serta mulai diterapkannya teknik promosi digital sederhana dalam kegiatan usaha sehari-hari. Melalui program ini, UKM di Pendrikan Lor dapat lebih kompetitif dan mampu menghadapi tantangan di era digital dengan lebih percaya diri.
Co-Authors Abdullah Abdullah Albert Albert Aprih Santoso Gusmao, Cristino Hadi, Arman Khoirulloh, Hamid Kridasusila, Andy Kusnilawati, Nunik Kuswanadji, Arief Mara, Lusa Mulia, Guruh Rachman, Fausan Nur Setyowati, Ani Sugeng Rianto Sujito Sujito Suryawardana, Edy Teguh Ariefiantoro, Teguh utaminingsih, adijati Wardoyo, Paulus Widayat, Guruh Mulia Yani, Tri Endang